It takes more than handing out a few business cards to bring in enough business to create a successful studio. It takes commitment and a plan. In this article, discover ways of promoting your photography business.
Are you chasing every customer with a few bucks to spare? Or are you getting "rich in your niche"?
Starting out in photography, we tried many types of photography. In fact, I speak with photographers every day that take a lot of jobs they don't necessarily want or advertise for - but they bring in a few extra dollars. How can you turn away a client willing to spend a few dollars in your studio?
Becoming a jack-of-all-trades is not what's best for your business. Instead, focusing in on what you love best with photography will make you well known for your specialty. Think about which photographer has a better chance of getting known:
- ABC Photography that has a few backdrops in a small, one room office. They have photographed a piece of jewelry for an artist, a business portrait, a family, a high school senior, an engagement portrait and a model portfolio - all using the same backdrop. They have one multi-page brochure describing dozens of services, with separate pricing structures for each service. They mail out this brochure occasionally to their local community, yet has never had very good luck with their marketing.
- XYZ Photography that specializes in photographing children under the age of 5. They have specialty props made for exclusive children's events. They have elaborate sets that are brought in for shoots during the year. Their photography hangs in many of the prominent pediatric doctors offices throughout the city, and have displays in several children's clothing stores. They are often written up in the local newspapers for their work in children's charity events.
Promoting your photography business is about understanding the type of work you do. Once you define your specialty, it’s easy to create marketing tools to help you promote that type of photography. The biggest mistake you can make is promoting a general studio with too many focuses. Your customers should be able to define your niche. . You can't be good at something - and known for something - if you're trying to be good at everything.
Don't be afraid to turn away money. Your highest paying client might be a few steps behind the customer offering you a few dollars for a service you'd rather not do. And if you already have the day/time booked, you'll pass over your best client.
Remember, photography is about loving what you do, and becoming good at what you love. The more you love what you do, the better you’ll become. Find your specialty, and promote yourself as the best in that specialty. You’ll be amazed at the results.
